BDS Sponsorship, Sponsorship Information

Hampden Stadium sponsored by BT Scotland

BDS worked for the MillenniumCommission’s Landmark Project for Scotland, HampdenStadium. Having developed the fund-raising strategy BDS secured the £5m title sponsorship required from BT Scotland.

Hampden Stadium – Sponsorship Strategy:

  • Scotland’s landmark project
  • £5 Million funding gap
  • Complex acceptability issues
  • Hierarchical sponsor strategy:
    • 1 primary sponsor profile
    • 1 secondary sponsor: (complimentary) retail
    • 4 tertiary sponsors
  • £5 million for 10 year agreement
  • Non infringement of
    • UEFA clean stadium issues
    • Existing event sponsors
    • Millennium Commission Guidelines
    • The values of a national asset

BT’s Objectives:

  • To position BT within post devolution Scotland
  • To promote BT in the face of rising competition in the deregulated telecommunications market
  • Provide a technological showcase
  • Increase customer loyalty
  • Promote brand switching
  • Deliver added value for BT staff
  • Maintain BT’s links with community and “Cause Related” projects
  • To promote brand awareness particularly amongst young people

The Solution, Secured by BDS, Included:

  • The BT Scotland Lecture Theatre = sales team development
  • Special events = staff/customer incentives
  • BT Scotland Media Centre = press relations and showcasing
  • BT Scotland Hampden Business Club = corporate sales
  • BT Scotland Hampden Webpage and Newsletter = young people
  • BT Scotland Hampden Roadshow = community
  • Exclusive merchandise = customer and staff incentives
  • BT sponsorship monies will directly enhance Hampden = PR
  • Corporate hospitality = business to business relationship building
  • BT Scotland – “Official Sponsor of Hampden Stadium”